Branding and UI/UX design for InGoodCo — A social-based app that allows users to engage with their community in an engaging, creative, playful environment that mimics real-life, in-person interactions with friends. The platform will encourage a user to communicate about products in a way that feels genuine and authentic to her. The visual-first platform will reflect the new language in which people tell stories and how they engage over social media.
The current product review landscape is broken. Three main factors contribute to this problem: the sheer volume of reviews, the lack of authenticity of these reviews, and the anonymity of these reviews. Combined, these factors make the consumer feel extremely overwhelmed and powerless when making a purchase decision. The consumer is forced to endure a painful and time-consuming “product hunt”, which requires her to review a series of review sites, cross-checking reviews against different retailers, private Facebook group queries, personal emails, and scrolling through various blogs and social channels.
Brand exploration with target user in mind: savvy, brand-conscious women whose time is precious, and whose household income is hard-earned.
User Research Findings
The trust among peers trumps traditional forms of advertising. Consumers are increasingly suspicious of traditional advertising and increasingly reliant on brand and product recommendations from friends. Only 1% of millennials say that a compelling advertisement would make them trust a brand more, 75% of people don’t accept advertisements as truth, while 90% of people believe brand recommendations from friends and 71% of people are more likely to purchase something based on a social media referral.
Consumers want to spend less on better, fewer things. Consumers are increasingly turned off by mass consumerism and have rejected the idea that more is better, and have instead graduated to a philosophy of quality not quantity. This trend began in the retail space (ex: Cuyana’s philosophy of “fewer, better things”) but has extended to general consumerism.
Consumers want to communicate in a more tangible, authentic, and expressive way - “a new form of storytelling”. Examples include the popularity of social platforms like Instagram Stories and Snapchat.
Revolutionize the product review landscape by allowing a user to access trusted and authentic product reviews from her self-selected community, comprised of her circle of friends and beloved influencers, whose body/skin/hair type, style, aesthetic and lifestyle preferences are not only known but have likely influenced the purchase. Instead of scouring through hundreds of product options, only the most trusted and valued products are surfaced, eliminating the uncertainty of a purchase in the highly saturated markets we face today. This leads to a more informed purchase decision, which reduces buyer remorse, product returns, and improves brand loyalty and trust.